Sample Social media analysis/Report

Social media management consists of various well planned steps,Monitoring or Report generation is one of the most important part of them,as it delivers powerful insights about how well your brand is doing out there in Social media and what are the loose ends that you need to tight.This a sample social media report.Social media monitoring,

Transcript of "Sample Social media analysis/Report"

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Dixons Retail plc is one of the largest British consumer electronics retailers in Europe. The company operates Currys, Currys
Digital, PC World, Dixons Travel and Electro World stores along with many other brands across Europe.
Facebook Report on Currys PC World
(1st April, 2013 – 15th April, 2013)
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Process Followed
Using HCL’s social media enabling platform Socialytics, data from Currys PC World Facebook
page was collected for the period 1st April, 2013 – 15th April, 2013.
Alchemy Application Program Interface (API) was used to carry out sentiment analysis of all
customer posts and comments. Sentiments were manually validated as well.
Customer communications were also classified on Currys PC World specific parameters using
Taxonomy designed for Currys PC World and machine learning algorithms.
Social traffic data was used to compute and compare community engagement index for Currys
PC World Facebook wall. In conjunction with coding information, an in depth analysis of
engagement effectiveness was carried out.
Customer information was used to build customer profiles. to a specific Customer segments
based on their interests.
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Glossary
Host: Currys PC World is referred to as the Host.
Fan: All user of Currys PC World on Facebook are referred to as Fans.
Community Size: Number of followers on Facebook.
Likes on Host Posts: The number of likes received on Currys PC World posts on Facebook.
Comments on Host Posts: The number of comments received on Currys PC World posts on Facebook.
Fan Comments: Comments by fans.
Comments on User posts: The number of comments received on a post by a Fan.
Likes on user posts: The number of likes received on a post by a Fan.
Activity: Any post, comment or like on Facebook will be considered an activity.
Popularity: Number of likes and comments received on Facebook.
Positive Sentiment: Any post/comment on Facebook that has a positive sentiment behind it, such as compliments
Negative Sentiment: Any post/comment on Facebook that has a negative sentiment behind it, such as
complaints.
Neutral Sentiment: Any post/comment on Facebook that has a neutral sentiment behind it, such as Inquiries and
Suggestions.
Content Related Response: Users Responses on content posted by Currys PC World .
Function: Classification of content includes from both Currys PC World & Currys PC World MGMT.
Product & Service: Further Classification of Functions. Currys PC World function covers Product & Service of
the company like Overall Products, Bags, Moby Wraps, Ergo etc. and Management side covers Customer
Service, Advertising / Marketing, Website , Real Estate etc.
General Comment – These are comments that are usually passing comments or the irrelevant comments that
have no direct link to the management or the services provided by the company.
Discussion Topic: Core topics of discussion.
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Social Media Optimization
Section I: Social Media Optimization
Competitive Analysis of various Retail companies
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Next slides will show the competitive analysis of basic Facebook engagement activities for various Retail
Companies.
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For a time period of 30 Days, from 24th March, 2013 to 23rd April, 2013 data was extracted from their
respective Facebook walls and compared with each other.
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This provides a broader view of each of their engagement activities on Facebook, how they choose to interact
with their fan base and what response does that generate. From the analysis we are able to gain some
perspective as to whether or not they are able to keep their fan base engaged.
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With Social media, PRESENCE is not enough, ENGAGEMENT matters.
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Facebook-Community Engagement Index
24th March, 2013 to 23rd April, 2013
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Community Engagement Index indicates the level of activity post per 10k fans. This indicates the level of
engagement of the community.
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The List is in the order of community size.
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Posts indicates the activity from Host.
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Maximum activity indicates the activity level from the Users’ side.
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Asda has the highest Community Engagement.
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Overall Traffic
Peak Days
For 12th , 13th & 15th
April,2013
Following were the days with peak
traffic. There was a significant rise
in User comments due following
mentioned Posts
For 8th April,2013
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Overall Traffic
Peak Days
Below posts is the reason
behind the variation in the
traffic of users on 14th
April,2013. This is a good way
to keep users active on their
Facebook wall
For 14th April,2013
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Currys PC World Facebook Sentiment Analysis
1st April, 2013 to 15th April, 2013
Currys PC World Facebook Sentiment Analysis
111 of total comments had a Neutral
sentiment
296 of total comments had a Positive
sentiment
72 of total comments had a
Negative sentiment
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Function
Function
Dixons
MGMT
Currys PC
World
This Function includes the content that
is directly routed to the Management
and the core working of the company
for example:
This Function indicates the main comments related
to the products & Services provided by the
company. For example:
Customer Service, Advertising /
Marketing, Website , Real Estate etc.
Overall Products like HH Appliances, TV, DVD &
BLU-Ray, Cameras etc.
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Function
Analysis
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Dixons MGMT has received total of 299 Content Related Responses, 104 Complaints, 15 inquiries, 7
Compliments and 1 general content posted by fans.
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On the other side Currys PC World function received 8 complaints, 6 inquiries and 3 Product Request.
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Dixons MGMT
This Function includes the content that is directly routed to the Management and the core working of the company for
example: Customer Service, Advertising / Marketing, Website , Real Estate etc.
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Dixons Management - Top Categories
Top Sentiments for the Dixons MGMT function that include Corporate, Store and Online Services. Corporate is further
categorized into different Sub-Categories like Advertising / Marketing, Customer Care and Delivery etc along with
discussion topics.
Analysis as follows--
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Corporate - Advertising / Marketing
Top Sentiments for the Corporate - Advertising / Marketing category along with discussion topics; basically, these are
content related responses received against Currys PC World Posts.
Snapshots as follows--
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Corporate – Customer Care
Top Sentiments for the Corporate – Customer Care category along with discussion topics like customer care
efficiency and various other inquiries that should route through customer care department.
Snapshots as follows--
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Currys PC World - Discussion Topics &
Sentiments
In the above graph, Top Sentiments and Discussion topics for the Currys PC World Function that include products and
Services concerns like Pricing Product Quality and Product Selection i.e. varieties of product with appropriate stock.
Snapshots as follows--
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Personalization
Section IV: Profiling
Personalization in a business-to-business setting, or a business-to-consumer setting, is the accommodation of
one another for the continued existence of a satisfactory working relationship. The Social media experience can
be personalized via Customer Profiling and Individual Targeting.
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Top Influencers by Activity
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Yellow lines in the chart above show the user activity while the blue bars represent the user popularity.
Popularity is measured by the number of likes and comments users received on their posts and comments
Jo Whitworth was most active from 1st April, 2013 – 15th April, 2013. Next active user was Lily Pawley.
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Top Influencers by Popularity
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Yellow lines in the chart above show the user activity while the blue bars represent the user popularity.
Popularity is measured by the number of likes and comments users received on their posts and comments
Lily Pawley was most popular from 1st April, 2013 – 15th April, 2013. Next popular user was Jo Whitworth.
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Summary
Social media has proved to be beneficial for organizations and everyday hundreds of social media campaigns to
attract and retain new and existing customers are being launched.
Appropriate monitoring and well-timed responses to customer queries can turn the entire social media
experience around for the customers as well as the organization. Social Media monitoring in fact, acts as a Risk
Management tool, enabling the timely response to recover any threats posed to reputation.
Any organization with an online presence needs to monitor social media channels. Everyday thousands of
people are talking about your organization and it is important to be a part of the conversation as a proactive
measure.
It is also a feedback system, which helps in understanding the shortcomings of various facilities, marketing
strategies, and customer service.
A tool such as Socialytics can pick up unstructured user generated data and convert it into reports, leading to
improvement and maintenance of stronger customer relations and better brand equity.
For more information please contact: hclb.SocialMediaCOE@hcl.com
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